IAB Tech Lab Unveils the Containerisation Project
The Containerisation Project also introduces guidelines for responsible data handling within containers for use cases like bid request/response enrichment, curation signalling, and fraud detection workflows.
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IAB Tech Lab has announced the launch of its Containerisation Project, aimed at addressing challenges in the development and maintenance of programmatic infrastructure. The initiative responds to issues like specialised bid enrichment, scaling difficulties during live events, fragmented systems, and inconsistent performance, which have made it hard to evolve the current framework.
The standardisation of Container technology for Open RTB aims to help the industry develop a more scalable, efficient, and sustainable programmatic ecosystem.
“After more than a decade of incredible growth, the digital ad ecosystem has pushed the current framework upon which programmatic is built to its limits. The way ad tech is built today is complex and has the potential to introduce inefficiency at integration points,” said Anthony Katsur, CEO, IAB Tech Lab.
“The Containerisation Project is not about incremental change. While Open RTB isn’t going anywhere, we are taking a hard look at how programmatic architecture is deployed and the underlying protocols, such as HTTP/1.1, and proposing a more intentional, durable foundation to innovate the next generation of real-time bidding.”
The Tech Lab Containerisation Project Working Group is leading this effort. The initial scope covers guidance on supported network protocols, instrumentation and metrics, baseline image standards, performance parameters, and security requirements.
The initiative also introduces guidelines for responsible data handling within containers for use cases like bid request/response enrichment, curation signalling, and fraud detection workflows.
Standardisation based on these use cases will allow programmatic supply chain participants, such as SSPs and DSPs, to add or swap real-time bidding service partners without affecting efficiency or latency.
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